Small is Big: Changing Your Institution, Little by Little - Confab Higher Ed

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Sara Wachter-Boettcher

Higher ed content folks have it tough: departmental independence is fiercely protected, top-down decisions are eschewed, and politics are almost always in play. Amid it all, you’re trying to wrangle complex content produced by a million different people—yet you can’t read every sentence that gets posted to every digital property or walk around slapping style guide offenders on the wrist all day. Don’t start crying at your desk just yet. You can’t control the content, but you can make small changes that result in big culture shifts—if you embrace your role as a guide, not a savior.

Technologie Sport

www.flickr.com/photos/williamholmes/4475990973

SMALL IS BIG
changing your institution, little by little
sara wachter-boettcher / confab higher ed / november 12, 2013

www.flickr.com/photos/barkbud/4772858837

ah, the thrill
of higher ed.

we’ll just need to
run this by a few
stakeholders!

www.flickr.com/photos/jamescridland/613445810

our department
has it under
control!

From NBC Miami

www.flickr.com/photos/rhysasplundh/5202454842/

the faculty
committee has a
few comments.

i’m important!
put me on the
homepage!

www.flickr.com/photos/bevgoodwin/9482142313/

i’m important!
put me on the
homepage!
me too!
no, me!

www.flickr.com/photos/bevgoodwin/9482142313/

www.flickr.com/photos/merlym/3512356738/

SRSLY?

YET WE STILL
<3 HIGHER ED.

www.flickr.com/photos/mountunion/4595496472

we’re all here for
the same reason.

CONTENT MIGHT
BE OUR JOB.

BUT WE DON’T
ACTUALLY OWN IT.

BECAUSE THE WEB
IS EVERYTHING.

WHICH MEANS THE
WEB IS EVERYONE.

including all those
stakeholders.

www.flickr.com/photos/jamescridland/613445810

we’ve tried
swooping in.

www.flickr.com/photos/merlym/3512356738/

Blah

Blah

Blah

Blah

Blah

Blah

www.flickr.com/photos/miaochronicles/2509326023

when did you say
you’d have your
content done?

just follow the
$%*! style
guide, ok?

www.flickr.com/photos/dsifry/2205839462/

by god we
WILL launch
on time!

www.flickr.com/photos/tigergirl/1236320261

IT’S EXHAUSTING,
ISN’T IT?

people wear
what fits.

www.flickr.com/photos/bluryee/2850257762/

what if we got smaller?

SMALL MEANS
SEEING OUR WORK
DIFFERENTLY.

www.flickr.com/photos/hectoralejandro/4533858235

rather than
pulling harder...

www.flickr.com/photos/justsketchy/6639463877

what if we brought
others along, too?

instead of owning
the content...

www.flickr.com/photos/seabamirum/2848715801

www.flickr.com/photos/clam113/2666711074

what if it were
a team sport?

www.flickr.com/photos/darrensnow/2566687702

specialized,
not special.

OUR ROLE IS MORE
THAN THE SUM OF
OUR SKILLS.

SMALL MEANS
BRINGING CLARITY.

it’s not about
being myopic.

www.flickr.com/photos/twodolla/4265029022/

it’s finding
inroads.

www.flickr.com/photos/brandtkurowski/2621694323/

while keeping
perspective.

www.flickr.com/photos/digidreamgrafix/8368988349

www.flickr.com/photos/paulmannix/261313412

it’s creating
a bridge.

SMALL MEANS
EMPOWERING
OTHERS TO LEAD.

www.flickr.com/photos/mrgarin/2418185010

it starts with
going to them.

www.flickr.com/photos/incomedream/5549766013

meet barb.

BARB WAS
DIFFICULT. SHE
WAS STUBBORN.
WE NEEDED HER.

✦

How did you develop the
process you have now?

✦

Where are you spending the
most time?

✦

What’s hard about your job?

✦

What might make it easier?

what would you like
to see happen?

WORKSHOPS ARE
YOUR FRIEND.

who are we?
what’s important?

everyone gets to
identify problems.

make your audit
a team activity.

find shared values
from the start.

YOU CAN EVEN DO
THIS FOR THE
SUPER-HARD STUFF.

WEBSITE

MOBILE
WEB

MOBILE
APPS

SOCIAL
MEDIA

TABLET
APPS

this can be CONTENT
hard to explain.

PRINT

MICROSITES

BLOGS

EMAIL
INTRANET
Karen McGrane, Adapting
Ourselves to Adaptive Content

and this
definitely is.

NPR’s COPE model

THINKING
(FRAMING)

HEARING

SEEING

FEELING
(MOTIVATIONS)

this might
be easier.
DEVICE

DOING
( B E H AV I O R )

TIME

RELATIONSHIPS

12
(CONTEXT)

PLACE

Adaptive Path Guide to
Experience Mapping

start with your
audiences’ paths.

Paul Kahn and Christophe Tallec

what would make
them possible?

WE DON’T
MASTERMIND.
WE REFINE.

AND WE HELP
OTHERS SEE IT
AS THEIRS.

www.flickr.com/photos/cedwardmoran/3649399678

but can small
be satisfying?

www.flickr.com/photos/alittletune/3628391373

tiny bites of
greatness...

www.flickr.com/photos/lamantin/5143354092

make people
crave more.

www.flickr.com/photos/summerdisney/2884870591

it won’t always
be perfect.

www.flickr.com/photos/julietbanana/5247687825

but they’ll
own it.

thank you.
@sara_ann_marie
sara@sarawb.com

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Small is Big: Changing Your Institution, Little by Little - Confab Higher Ed

1. www.flickr.com/photos/williamholmes/4475990973 SMALL IS BIG changing your institution, little by little sara wachter-boettcher / confab higher ed / november 12, 2013

2. www.flickr.com/photos/barkbud/4772858837 ah, the thrill of higher ed.

3. we’ll just need to run this by a few stakeholders! www.flickr.com/photos/jamescridland/613445810

4. our department has it under control! From NBC Miami

5. www.flickr.com/photos/rhysasplundh/5202454842/ the faculty committee has a few comments.

6. i’m important! put me on the homepage! www.flickr.com/photos/bevgoodwin/9482142313/

7. i’m important! put me on the homepage! me too! no, me! www.flickr.com/photos/bevgoodwin/9482142313/

8. www.flickr.com/photos/merlym/3512356738/ SRSLY?

9. YET WE STILL <3 HIGHER ED.

10.

11. www.flickr.com/photos/mountunion/4595496472 we’re all here for the same reason.

12. CONTENT MIGHT BE OUR JOB.

13. BUT WE DON’T ACTUALLY OWN IT.

14. BECAUSE THE WEB IS EVERYTHING.

15. WHICH MEANS THE WEB IS EVERYONE.

16. including all those stakeholders. www.flickr.com/photos/jamescridland/613445810

17. we’ve tried swooping in.

18. www.flickr.com/photos/merlym/3512356738/

19.

20. Blah Blah Blah Blah Blah Blah

21. www.flickr.com/photos/miaochronicles/2509326023 when did you say you’d have your content done?

22. just follow the $%*! style guide, ok? www.flickr.com/photos/dsifry/2205839462/

23. by god we WILL launch on time! www.flickr.com/photos/tigergirl/1236320261

24. IT’S EXHAUSTING, ISN’T IT?

25. people wear what fits. www.flickr.com/photos/bluryee/2850257762/

26. what if we got smaller?

27. SMALL MEANS SEEING OUR WORK DIFFERENTLY.

28. www.flickr.com/photos/hectoralejandro/4533858235 rather than pulling harder...

29. www.flickr.com/photos/justsketchy/6639463877 what if we brought others along, too?

30. instead of owning the content... www.flickr.com/photos/seabamirum/2848715801

31. www.flickr.com/photos/clam113/2666711074 what if it were a team sport?

32. www.flickr.com/photos/darrensnow/2566687702 specialized, not special.

33. OUR ROLE IS MORE THAN THE SUM OF OUR SKILLS.

34. SMALL MEANS BRINGING CLARITY.

35. it’s not about being myopic. www.flickr.com/photos/twodolla/4265029022/

36. it’s finding inroads. www.flickr.com/photos/brandtkurowski/2621694323/

37. while keeping perspective. www.flickr.com/photos/digidreamgrafix/8368988349

38. www.flickr.com/photos/paulmannix/261313412 it’s creating a bridge.

39. SMALL MEANS EMPOWERING OTHERS TO LEAD.

40. www.flickr.com/photos/mrgarin/2418185010 it starts with going to them.

41. www.flickr.com/photos/incomedream/5549766013 meet barb.

42. BARB WAS DIFFICULT. SHE WAS STUBBORN. WE NEEDED HER.

43. ✦ How did you develop the process you have now? ✦ Where are you spending the most time? ✦ What’s hard about your job? ✦ What might make it easier?

44. what would you like to see happen?

45. WORKSHOPS ARE YOUR FRIEND.

46. who are we? what’s important?

47. everyone gets to identify problems.

48. make your audit a team activity.

49. find shared values from the start.

50. YOU CAN EVEN DO THIS FOR THE SUPER-HARD STUFF.

51. WEBSITE MOBILE WEB MOBILE APPS SOCIAL MEDIA TABLET APPS this can be CONTENT hard to explain. PRINT MICROSITES BLOGS EMAIL INTRANET Karen McGrane, Adapting Ourselves to Adaptive Content

52. and this definitely is. NPR’s COPE model

53. THINKING (FRAMING) HEARING SEEING FEELING (MOTIVATIONS) this might be easier. DEVICE DOING ( B E H AV I O R ) TIME RELATIONSHIPS 12 (CONTEXT) PLACE Adaptive Path Guide to Experience Mapping

54. start with your audiences’ paths. Paul Kahn and Christophe Tallec

55. what would make them possible?

56. WE DON’T MASTERMIND. WE REFINE.

57. AND WE HELP OTHERS SEE IT AS THEIRS.

58. www.flickr.com/photos/cedwardmoran/3649399678 but can small be satisfying?

59. www.flickr.com/photos/alittletune/3628391373 tiny bites of greatness...

60. www.flickr.com/photos/lamantin/5143354092 make people crave more.

61. www.flickr.com/photos/summerdisney/2884870591 it won’t always be perfect.

62. www.flickr.com/photos/julietbanana/5247687825 but they’ll own it.

63. thank you. @sara_ann_marie sara@sarawb.com